Wholesaler & Off‑Trade Sales Manager
面议
Wholesaler & Off‑Trade Sales Manager
Location: China
Function: Commercial / Sales
Reports to: Head of Sales / Commercial Director
Role Overview
The Wholesaler & Off‑Trade Sales Manager is responsible for driving revenue, distribution, and in‑store execution across the wholesale and off‑trade channels. This role manages key distributors, regional wholesalers, and modern trade partners to deliver sustainable growth, strong commercial fundamentals, and flawless marketplace execution.
Key Responsibilities
Channel & Customer Management
Lead and grow the wholesale channel, including regional distributors, wholesalers, and B2B accounts.
Manage off‑trade customers such as supermarkets, convenience stores, specialty retail, and key accounts.
Build annual joint business plans (JBP), negotiate trading terms, and secure distribution, visibility, and promotional support.
Monitor customer performance, sell‑in/sell‑out, inventory levels, and forecast accuracy.
Sales Execution & Growth Delivery
Achieve monthly, quarterly, and annual sales targets across wholesale and off‑trade channels.
Drive numeric and weighted distribution, shelf presence, and in‑store activation.
Implement pricing strategy, promotional plans, and trade programs to maximize ROI.
Identify new business opportunities, regional gaps, and channel expansion potential.
Distributor Management
Recruit, onboard, and manage distributors with clear KPIs and performance scorecards.
Conduct regular business reviews, pipeline planning, and capability building.
Ensure compliance with company policies, brand guidelines, and commercial processes.
Trade Marketing & Activation
Work closely with trade marketing to execute POSM, promotions, sampling, and seasonal campaigns.
Track competitor activities, market trends, and shopper insights to optimize channel strategy.
Cross‑Functional Collaboration
Partner with supply chain, finance, marketing, and category teams to ensure smooth operations and aligned commercial priorities.
Provide market feedback to support NPD, pricing decisions, and channel strategy.